Advertising Appeals, Moderators, and Impact on Persuasion: A Quantitative Assessment Creates a Hierarchy of Appeals

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.
Hornik, Ofir and Rachamim


  • The overall correlation between message appeal and consumer response was positive.
  • The study found notable and significant differences among the seven appeals; the effect of sex appeal was the highest, followed by humor and comparative appeals.